Marketing Forum: Bridging the Sales–Marketing Gap

Meeting Agenda

Welcome and Introductions

Co-Chairs: Romilly Wakeling, Managing Director, Education RnR & Kieron Mayers, Head of Growth, Paiger

Setting the Scene: Is the Sales–Marketing Gap Real?

Kieron Mayers, Head of Growth, Paiger

Kieron will open the forum by sharing insights from a recent poll of marketers across his professional network. Drawing on the findings, he will explore whether the perceived gap between marketing and other business functions, particularly sales, reflects the day-to-day reality for marketing teams.

The session will consider:

• How supported marketers feel within their organisations
• Whether marketing has strong advocates at senior leadership level
• The extent to which the role and value of marketing are understood across the business
• How marketing performance is measured and linked to commercial outcomes

Panel Discussion: Closing the Disconnect

Romilly Wakeling, Managing Director, Education RnR

Alignment between sales and marketing remains a challenge for many organisations. This panel discussion will explore the root causes of the disconnect, the practical steps businesses can take to improve collaboration, and the commercial benefits that can be achieved when teams work in partnership.

Panellists will share:

• Real-world examples of successful sales and marketing alignment
• Lessons learned from initiatives that delivered results, and those that did not
• Strategies for building stronger relationships across functions
• Ways to use data and business intelligence to demonstrate marketing's contribution to sales performance and revenue growth

The discussion will provide an open exchange of ideas and practical takeaways that attendees can apply within their own organisations.